My entry for the Australian finals of the Young Lions. We built a campaign around testing people's moral fibre, forcing them to confront the tricky issue of bullying (something very difficult for an adult to relate to or deal with for their kids). This was delivered in a 5 minute presentation in front of a panel of judges. We were unanimously voted the winner and were sent to Cannes to compete in the global competition (we came 4th there with a Highly Commended)

1. Facing up to bullying in Australia
A
communica*on
solu*on
prepared
for
the
AMF
“Buddy
Week”
By
Jessica
Woodford
&
Lachlan
Williams

3. THE CHALLENGE
1. Establish
the
AMF
as
the
facilitator
of
communica*on
around
bullying
2. Make
bullying
an
important
issue
Buddy
Week
is
hard
for
parents
and
teachers
to
relate
directly
to.
Making
it
unlikely
that
they
will
be
involved
and
ul*mately,
become
donors.

4. CONSUMER INSIGHT
If
people
don’t
know
what
to
do
about
something,
their
natural
insBnct
is
to
turn
away.

5. STRATEGY
Forcing
parents
to
take
responsibility
for
changing
behaviours
around
bullying
in
our
schools
and
support
the
AMF.
We
are
going
to
test
the
“Genovese
Syndrome”

6. IDEA
DON’T TURN YOUR BACK ON BULLYING
We
understand
that
it
is
easier
for
parents
to
try
and
ignore
bullying
So
we
aim
to
sBmulate
conversaBon
By
engaging
them
with
bullying
in
a
personal
and
surprising
way

7. Turn
our
consumers
into
a
channel
and
force
them
to
experience
what
the
AMF
offers
by
having
someone
intervene
in
a
surprising
act
of
bullying

8. A LIVING VIRAL CAMPAIGN BUILT ON PERSONAL ENCOUNTERS
12,500 PERSONAL CONNECTIONS
100
“VicBms”
125
sBckers
each
25
“Recruited
VicBms”
per
original
“VicBm”
4
sBckers
each
125
total
connecBons
per
person

9. BRINGING THE IDEA TO LIFE
ELICITING AN EMOTIONAL RESPONSE
Tagging
“vic*ms”
with
s*ckers
and
challenging
other
people
to
intervene
A SOCIAL EXPERIMENT:
Force
our
consumers
to
confront
bullying
by
challenging
their
moral
fibre
BUILDING SCALE AND DRIVING MOMENTUM
Turning
this
social
experiment
into
content
and
spreading
across
broadcast
channels
as
TVC’s,
Online
Video
and
Interac*ve
ads
online.
Leverage
NAB
proper*es
and
assets
to
deliver
the
message
to
a
wider
audience.
Leverage
media
partnerships
with
Channel
9
and
News
Ltd
to
secure
coverage.
DRIVE WIDER INTERACTION AND TRIGGER DONATIONS
Ac*vate
interac*ve
touch-­‐points
to
drive
dona*ons
and
brand
interac*ons.
(through
digital
formats
–
ATM’s
EFTPOS
Machines,
Mobile
&
Online
adver*sing)
Create
sharing
experiences
through
social
media
with
“I’ve
got
your
back”
tags
in
posts

10. MEASURING SUCCESS
SUCCESS WILL BE MEASURED IN 3 KEY WAYS:
1. PR
coverage
2. DonaBons
raised
(with
codes
for
each
format
to
help
opBmise
effecBveness
for
next
campaign)
3. ConnecBons
through
social
media